ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.

87% of consumers abandon online shopping baskets. 75% claim they would return at a later date to complete the purchase — effectively using the basket as a wish list.

Mapped out the forecasted sales &amp; cost information

Good news – performing better than we expected.Better news: opportunity at every level of the funnel.Sends: represents 1/3 of the carts we have today.Opens: not yet optimizedCTR: not yet optimizedConverstion rate: not yet optimized3 email cadence – is phase 2 – launches in June, after we get phase 1 tuned. 143 order per business day gets us over the $1m annual hurtle already. Wow. Thank you Silverpop.

Campaign centric currently. Through re-engagement campaigns, we have reactivated about 13,000 names back onto our active mailing list. We reactivated about 5x more names when we targeted those who hadn’t opened in 6 months vs our current definition of open + purchase history.

Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.

Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.

Retailer emails to automate silverpop

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10 Retail Emails to Automate January 2013

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Following are 10 emails/programs that retailers should automate and consider adding to their email marketing program.Why? Recipients love them or they provide value to them; they typically deliver high conversion rates; and sincethey are automated – they deliver revenue for you every day while you focus on other parts of your program. What are your waiting for, get started! 2

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Welcome / Onboarding Emails: Playbook• What: Email or series of emails triggered upon opt-in.• When: Immediately upon opt-in and follow-on emails over a period of days or weeks.• Why: Controlled initial experience; educates new subscriber on brand and email benefits; can lead to immediate conversion, reduces inactivity.• Best Practices: – Send within minutes of opt-in – Create a series of emails – often 2-4 emails, each designed with a specific objective – Better yet, create on onboarding series that is unique to each subscriber – with personalized content and offers based on pre-opt-in behavior and preferences/profile data. 5

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Within two months ofopt-in, the open rate typically falls 20% to 25%. Source: MarketingSherpa

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Browse Behavior-Based Emails: Playbook• What: Emails that are triggered based on a customer or prospect abandoning a Web page(s), form/calculator or process.• When: Immediately or shortly after abandonment and then over days and weeks as part of a series.• Why: To capture sales over time from a prospect that showed interest, but didn’t convert. Higher in the conversion funnel than cart abandonment, the opportunity is also significantly larger.• Best Practices: – Focus on a few or core Web pages that are drivers of conversion activity or have high conversion rates. – Since prospects are earlier in the buying process, focus on nurturing and education that leads them closer to a purchase. – Use videos, calculators, product reviews and employee/customer stories to educate prospects and help them make a purchase decision. 19

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Cart Abandonment Remarketing Emails: Playbook• What: Series of emails triggered after a customer abandons their shopping cart.• When: Within an hour or so – or 24 hours maximum – after abandonment, followed by 2-3 emails over several days.• Why: Abandonment is a huge challenge for retailers, however, remarketing can recapture a sizable percentage; cart remarketing has a very high conversation rate – typically from 10%-50%• Best Practices: – Send initial email within an hour if possible/24 hours maximum – Create a series of several emails – Hold off on discounts and incentives until the final email(s) – Include a direct link to the cart – Include product description, reviews – Incorporate personality and a reassuring tone and approach. 27

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87% of consumers abandon carts …75% say they will return to complete the purchase. Source: Amaze/University of Glasgow

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Develop Creative Strategy (DEMCO) Started with a 3-step messaging approach… DaysMessage after Message Offer # cart filled A 1 Courtesy reminder – you still have None items in your shopping cart B 3 Important notice – we have reserved None these items for you C 5 Special offer Free tote with offer

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Recommendation Emails: Playbook• What: Emails that are triggered after a purchase recommending additional items based either on related products; products often purchased with the original item; or by like purchasers.• When: In order confirmation emails; shortly after a recent purchase; in cart and browse abandonment emails; etc.• Why: To capture additional/follow sales from an already engaged customer or prospect; often high conversion rates; incremental revenue.• Best Practices: – Test timing on follow-on recommendation emails. – Optimize business rules for highest converting products and categories – Test amount of product information to include; whether to include product pricing; and how many products to show – Test incorporating recommendations in various types of automated emails to see what impact they have on conversions and negative impact on the primary CTA. 51

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Product Review Request Emails: Playbook• What: Emails sent after a purchase requesting the purchaser write a product review; follow-on email thanking the customer for posting a review.• When: Varies based on product type/category – but typically a minimum of a few weeks following customer’s receipt of the product.• Why: 1) Main driver/source of product reviews; 2) Which drivers additional conversions; 3) Email touches lead to additional follow-on purchases.• Best Practices: – Test impact of timing of emails on number of review postings – Include product photos, description and link directly to the review page – Make it as easy as possible to contribute a review or rating – Use personality; speak to the importance/value of reviews, consider an incentive. – Send reminders; also send “Your review has been posted” thank you emails. 58

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Happy Birthday Emails: Playbook• What: Emails distributed to a customer on or near their birthday.• When: Varies from first day of recipient’s birthday to day of birthday and everything in between; Also, post birthday.• Why: If you have birthday data, these are easy to set up and provide high ROI for the level of effort (LOE).• Best Practices: – Capture birthdate data at every key touch point – Have fun with your creative – don’t be boring – Consider including a birthday incentive to increase conversions – Create a series of emails that are automated based on whether the birthday recipient opens, clicks or converts off of the initial and ensuing emails – As part of the above series, send reminders before your birthday offer expires. 66

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Replenishment / Reminder Emails: Playbook• What: Emails distributed to a customer reminding them to make a gift purchase or re-purchase of an previously purchased.• When: Typically on or around the estimated time period of when the product will run our or need replacement; or on a user determined reminder date.• Why: Makes it easy for customers to make a repeat purchase of an item they like; often high conversion rates.• Best Practices: – Include link to product page or shopping cart – Include product photos and pricing – Test including last purchase date – Incorporate cross-sell and recommended products – Test impact/need for incentives. 83

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SmartPaks Upsell Emails • Customers suppressed from promotional marketing stream to keep them focused on the most important product purchase • Program checks before each mailing to determine if they purchased a SmartPak or not. If yes, removed from program and placed back in promotional marketing stream – If no, get next mailing in line on specified scheduled date

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Purchase Anniversary Emails: Playbook• What: Emails distributed to a customer on/near the anniversary of a purchase.• When: Typically on or just prior to the one-year anniversary of a purchase; plus any follow-on emails; can also be other appropriate anniversary time frame.• Why: Makes it easy for customers to make a repeat purchase of an item they like; anniversary timing adds some cache’; “reminder revenue”.• Best Practices: – Include link to previously purchased product (as appropriate) – Use personality, consider it like a birthday email (as appropriate) – Test impact/necessity of using incentives – Incorporate cross-sell and recommended products – Promote secondary CTAs, including “Update Preferences.” 96

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Reengagement / Inactives Emails: Playbook• What: Email program designed to “re-activate” unengaged subscribers.• When: Best approach is right after a pre-determined period of inactivity.• Why: Inactives, typically 40+% of a retailer’s database, reduce ROI, potentially deliverability and are a significant lost revenue opportunity.• Best Practices: – Determine timeframe of inactivity when most subscribers never re-engage – for many retailers this is about 3 months – Using a database query and marketing automation, move these inactive subscribers into a special “early activation” or reactivation program – Treat differently those who don’t re-engage after activation program. – Remove long-term inactives typically only if you have deliverability issues. 100

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Why Recipients Go Inactive Never fully engaged - just wanted the incentive Interests / needs have changed Content did not meet expectations Emails are being routed to junk folder You send too often for their taste You send un-personalized, irrelevant emails Long sales/purchase cycle Inability to update email address / change preferences

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Determine Root Causes Are certain acquisition sources producing a higher rate of inactives? Has increased frequency numbed them? Is your email program stale and boring? Are you attracting the right audience? Are you delivering against expectations? Do you have deliverability issues?

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Inactive Re-Engagement Day 45: “Help Us Day 75: “It Pays to Serve You Better” be Smart” Day 90: “We MissEvaluate for 30 days for activity, move into You! Come Back once a month frequency for 6 months. and Save 10%”